Kevin Celuch

The importance of brand equity to customer loyalty

This study involved a nation‐wide sample of industrial customers of heavy equipment manufacturers. The results suggest that brand equity and trust are consistently the most important antecedents to both behavioral and attitudinal forms of customer loyalty. There is also evidence that the models underlying the formation of behavioral versus attitudinal forms of customer loyalty may vary across research settings. The results suggest that industrial equipment marketers may consider moving beyond a focus on satisfaction in relationship marketing strategies toward integrated strategies that foster brand equity and trust in their customer base as well.

The effects of perceived market and learning orientation on assessed organizational capabilities

Abstract This study extends prior research by exploring the effects of managerial representations of market and learning orientation on perceived industrial firm capabilities. Cognitions that managers use to make sense of their environment impact competitive strategy decisions. Extant research has found market and learning orientation concepts to be empirically distinct and to have independent and synergistic effects on organizational performance. The present study generally supports hypotheses relating to independent effects of market and learning orientation viewpoints on perceptions of specific capability domains. Findings hold implications for managing the development of organizational capability portfolios as well as for future research aimed at understanding cognitions related to competitive advantage dynamics.

A classification of business-to-business buying decisions: risk importance and probability as a framework for e-business benefits

Abstract Business-to-business (B2B) markets have been considered an attractive e-business venue for the realization of cost reduction and exchange creation utilities. However, as marketers have long argued, there are different types of buying situations, and the benefits sought in each may vary substantially. The present work builds on the thinking of previous industrial buying typologies by integrating perceived risk concepts into the business buying decision. Specifically, we develop a classification grid of industrial buying situations and then explicitly link likely e-business benefits to the various situations. The proposed framework holds implications for management and research related to supply chain relationships.

A perspective of partnerships based on interdependence and dialectical theory

Abstract Business partnerships can serve as a significant source of competitive advantage. The present paper extends the business relationship literature by melding interdependence and dialectical theory from the marriage literature with extant buyer–seller partnership concepts in the development of a framework that contributes further insight to understanding interorganizational relationships. We examine the viability of borrowing conceptions from a nonbusiness domain through qualitative field interviews with relationship participants representing multiple functions on both sides of partnership dyads. This work holds important implications for future exploration and management of buyer–seller partnerships.

SME Internet use and strategic flexibility: the moderating effect of IT market orientation

Abstract One of the most important topics in the marketing literature has been the concept of market orientation. However, questions remain as to the dynamics of how market orientation translates into intermediate capabilities. This study explores relationships among different types of Internet usage, IT market orientation (the extent to which IT is aligned to manage customer and competitor information and internal activities), and strategic flexibility (firm capability to respond to the need for change). Specifically, use of the Internet for communication with relevant stakeholders, owing to its market-sensing potential, should be positively and significantly related to strategic flexibility for SMEs with more IT market-oriented alignment. The market-sensing potential of Internet communication to impact strategic flexibility positively for SMEs is likely to be lost under low IT market-oriented-alignment conditions. In contrast, IT market orientation should not moderate the relationship between Internet use for transactions with relevant stakeholders and strategic flexibility, given that the typical order taking and processing is a static, routine function for SMEs. Results supported hypothesised relationships. By delineating the type of Internet usage and required IT alignment that contribute to leveraging the Internet effectively, findings hold implications for future research by clarifying boundary conditions for Internet effects. Specifying how and when Internet use promotes strategic flexibility, an important enabler of competitive advantage, helps small business owner/managers better utilise their limited resources.

Student Self-Identity as a Critical Thinker The Influence of Attitudes, Attitude Strength, and Normative Beliefs

During the past decade, critical thinking has received increasing recognition in the marketing education literature. However, much of the extant literature emphasizes techniques tied to implementing critical thinking approaches, while questions exist regarding the processes by which students are influenced through participation in critical thinking pedagogies. This study merges attitudes, norms, and self-identity literature as a means of addressing the question of how students come to view themselves as critical thinkers. Specifically, the authors hypothesize that attitude strength should moderate the influence of attitudes on normative beliefs. Normative beliefs, in turn, are posited to mediate the influence of the Attitude × Attitude Strength interaction on student self-identity as a critical thinker. Thus, students with strong and positive attitudes regarding critical thinking will have strong normative beliefs associated with the skill, and these beliefs, in turn, will affect self-identity as a critical thinker. Results, based on a sample of students participating in critical thinking—oriented classes, support these hypotheses. Findings hold implications for academics and future researchers attempting to understand how to effectively leverage critical thinking pedagogies in marketing classes.

An Extension of the Theory of Reasoned Action in Ethical Decision Contexts: The Role of Normative Influence and Ethical Judgment

The moral conduct of organizations is ultimately dependent on the discrete actions of individuals. The authors address the scholarly and managerial imperative of how individuals combine various cognitions in their ethical decision making. The study extends the understanding of ethical decision making by exploring relationships among Theory of Reasoned Action–relevant constructs. Specifically, the authors examined a model that included an expansion of normative influence to include a behavioral norm and an ethical judgment construct as proximal to intention. To their knowledge, these relationships had not been simultaneously explored in the business ethics literature. Responses from a multidisciplinary student sample to 2 ethical scenarios were examined with structural equation modeling and largely support-hypothesized relationships. Results hold implications for future theory, research, and management of individual-level ethical decision making.

A framework for encouraging retail customer feedback

Purpose – The purpose of this study is to examine antecedents of the under researched area of customer feedback in a retail context with feedback defined as positive and negative comments as well as suggestions for product/service improvements. A market-oriented firm listens to customers and puts their feedback into practice. Research on customer engagement, which includes customer feedback, has recently surged. The preponderance of feedback research to date has been focused on customer complaint behavior which is negatively valenced. Much less attention has been paid to customer feedback (including sharing positive information, thoughts and suggestions for new ideas, in addition to negative information) even though it has great value for companies. This research addresses this gap by integrating literature on customer orientation and engagement and relationship marketing antecedents (social benefits) and outcomes (commitment) to better understand what retailers can do to encourage customer feedback throu...

An Exploration of Self-Efficacy as a Mediator of Skill Beliefs and Student Self-Identity as a Critical Thinker

Critical thinking has received extensive attention in the education, philosophy, psychology, and more recently, the marketing literature where it has been highlighted as important to student lifelong learning. However, much of the extant marketing education literature emphasizes techniques tied to implementing critical thinking approaches while questions exist regarding the processes by which students are influenced through participation in critical thinking pedagogies. This study merges critical thinking and self-identity literature as a means of addressing the question of how students come to view themselves as critical thinkers. Specifically, we hypothesized that critical thinking self-efficacy will mediate the effect of critical thinking skill beliefs on student self-identity as a critical thinker for students participating in classes where critical thinking is explicitly and consistently addressed. Results, based on a sample of students participating in critical thinking-oriented classes, support these hypotheses. In contrast, no such effects were observed in control classes. Findings hold implications for researchers and academics attempting to understand how to effectively leverage critical thinking pedagogies to promote lifelong learning.

Market orientation and internet-related cognitions: inside the minds of small business managers

Although both market orientation and the Internet intersect at important strategy implementation areas, surprisingly, these two domains have not been well integrated. With market orientations focus on the use of information associated with market stakeholders and the Internets ability to facilitate communication and relationships with both internal and external stakeholders, it makes conceptual and pragmatic sense to explore these two areas in concert. The present research develops and tests a conceptual model explaining relationships among market orientation and Internet-related perceptions for managers in small to mid-sized firms. An examination of the market orientation-Internet usage relationship contributes to understanding the process of how an important strategic orientation – market orientation – translates into a key organisational capability: Internet usage.